MAP, short for Metro Access Pasadena, is the
rebrand of the existing Pasadena Area Rapid
Transit System, the local bus service provided
for Pasadena, CA. Since forming in the mid90â&#x20AC;&#x2122;s, it has taken on a few different faces over
the years. From full vehicle wraps to simplified
versions of city imagery, the goal has remained
consistent to having a friendly, safe, easy to
use and engaging atmosphere for the riders.
This rebranding continues to focus on those
qualities, while creating an identity that is also
seen as legible, iconic and simple. Inspiration
from the city itself and three specific colors are
used to emphasize an inviting, dependable, yet
practical city bus that will allow people to find
their way through Pasadena.

1

Whatever way of living Pasadenaâ&#x20AC;&#x2122;s riders come
from, the feeling of MAP works to accomodate
everyone and gives back the respect, joy and
sense of community that has been received.
With this rebrand, the hope is that the people
of Pasadena will not only see the importance
of being a smart, responsible city and consider
how they will find their way into their city, but
feel a direct connection to their contribution
to Pasadena. These guidelines will help you
introduce the new identity for Pasadenaâ&#x20AC;&#x2122;s
transit system. Here you will find guidelines
for the logo, color, typography, application and
media usage.

Inspired by the lines painted on all streets, the
MAP logo takes on letterforms that mimick
those lines to give the feeling of guidelines
that help find your way through the streets.
To further that idea, the circle form takes the
lines from each letterform to make up a sort
of abstract map, all leading to the center, a
dot on the map. The colors used all respond
words that correlate with the bus system: inviting, dependable and practical. The freedom
with the logo is that it does not need to be
used together at all times, it has the ability to
funtion in parts as well.

3.5x

5
1.0x

1.15x

0.1x
1.0x
2.5x
Measured in inch/decimal incriments to give a visual of
size relationship. The circle portion of the logo uses the
same language that the letterforms pick up from the
street lines, and can be used separate or in conjunction
with the logo and secondary typography.

BLACK AND WHITE
6

Measured in inch/decimal incriments to give a visual of
size relationship. The circle portion of the logo uses the
same language that the letterforms pick up from the
street lines, and can be used separate or in conjunction
with the logo and secondary typography.

BLACK AND WHITE
6

Measured in inch/decimal incriments to give a visual of
size relationship. The circle portion of the logo uses the
same language that the letterforms pick up from the
street lines, and can be used separate or in conjunction
with the logo and secondary typography.

GRAYSCALE
7

Measured in inch/decimal incriments to give a visual of
size relationship. The circle portion of the logo uses the
same language that the letterforms pick up from the
street lines, and can be used separate or in conjunction
with the logo and secondary typography.

PREFERRED COLOR VARIATIONS
8

PANTONE 171

PANTONE Process Cyan

PANTONE Black 7

HEX #FB652F

HEX #00A6D6

HEX #414042

C 0 M 75 Y 100 K 0

C 70 M 15 Y 0 K 0

C 0 M 0 Y 0 K 90

PREFERRED COLOR VARIATIONS
9

PANTONE 171

PANTONE Process Cyan

PANTONE Black 7

HEX #FB652F

HEX #00A6D6

HEX #414042

C 0 M 75 Y 100 K 0

C 70 M 15 Y 0 K 0

C 0 M 0 Y 0 K 90

TYPOGRAPHY
10

The main typography used for the logo is AW
Conqueror Inline and in the same family, AW
Conqueror Sans, a contemporary sana serif,
works as the secondary typography, working
in conjunction with the inline version. The
secondary typography can be found just
under the logo, aligning with the begining of
the capital M and ending at the start of the
capital P. It can also be found on the website,
app, signage and collateral.

This is what a general layout for the route signs would
look like. Using different imagery to add at the bottom
of the sign to break up the all vector logo, circles for
route numbers and continued use of secondary typgraphy all make up the exterior wayfinding.

CITYOFPASADENA.NET

626 744 4055

17

BRT EXTERIOR
18

Both buses incorporate the use of imagery found
around Pasadena, focusing on details, people and
wayfinding. The colors and images can be interchanged
as well for a variety with the vehicle wraps.

19

METRO ACCESS PASADENA

STARCRAFT EXTERIOR
20

Both buses incorporate the use of imagery found
around Pasadena, focusing on details, people and
wayfinding. The colors and images can be interchanged
as well for a variety with the vehicle wraps.

17

21

BUS SHELTER
22

This is an example of the kind of bus shelter poster
to be used. Again, using the main imagery, secondary
typography and icons used from the app.

For route schedules and more
info visit CITYOFPASADENA.NET

METRO ACCESS PASADENA

MEDIA
25

Four simplified icons are used to define different parts
of the media to work with MAPâ&#x20AC;&#x2122;s ease of use. You will
find an app icon, the app in context, as well as the
website in context. They have been formed to have a
cohesive feel in order to create a consistency in finding
your way round Pasadena.

APPLICATION
26

metr o ac ce ss pasa dena

MAP

The app allows for riders to easily plan their trip, map
our their destination, find time tables specifically for the
MAP buses and the option to pay their fares if desired.